2012 Results

CAT 37 - Publication Design (PUB)

SILVER

Y&R Dubai (UNITED ARAB EMIRATES)

Land Rover, "Edible Desert Survival Guide"37-02362-PUB
 

Agency (city): Y&R Dubai

Creative Director(s): Shahir Zag, Jojo Bihag

Copywriter(s): Shahir Zag, Guillaume Calmelet, Khaled Said

Art Director(s): Jojo Bihag

Photographer(s): Mojtaba Komeili

Production Company (& City): Y&R Dubai

Illustrator(s): Joseph Bihag, Gitten Tom

Head of Production: Amin Soltani

Agency Account Directors: Sarah Locke, Pierre Farra

Client Account Directors: Jean Atik

Designers: Khaled Said

Head of Production: Amin Soltani

Short explanation

While Land Rover vehicles can take on any obstacles in the desert, it
cannot be said the same of their owners. Sandstorms, deadly animals
and sinkholes are just a few things they might encounter. And when
they venture deep into the desert, even the most experienced drivers
can quickly succumb to the harshness of the desert.
We created a survival guide, which explained the basics for staying
alive in the Arabian desert. We researched every indigenous animal
and plant people could encounter and how they could be used to
survive. We studied the topography of the region to guide people to
safety. And we even took an extra step so that in case of emergency,
people could always EAT the book. It was made out of edible ink and
paper with a nutritional value close to that of a cheeseburger. Finally,
its reflective packaging similar to army rations could be used to signal
for help.